Grilling is pure emotion and one of the most popular leisure activities in Germany
However, the category "grilling" is often represented without a concept in food retailing and its potential is therefore not fully exploited
Weber's goal is to support the food retail market by introducing different concepts to use the seasonal category of grilling for profiling, to raise the potential of the meta category and to skim off the willingness to pay of barbecue shoppers. In this case it was important to evaluate the potential of food items as well as non-food items
Combined approach of quantitative and qualitative research